1.

INTRODUCTION:

BANKING IN INDIA:
Without a sound and effective banking system in India it cannot have a healthy economy. The banking system of India should not only be hassle free but it should be able to meet new challenges posed by the technology and any other external and internal factors. For the past three decades India's banking system has several outstanding achievements to its credit. The most striking is its extensive reach. It is no longer confined to only metropolitans or cosmopolitans in India. In fact, Indian banking system has reached even to the remote corners of the country. This is one of the main reasons of India's growth process.

1.1 BASIC THEORETICAL CONCEPT OF THE TOPIC

The topic An analytical study of services and products of Axis bank with other private sector banks and Perception of customers towards the services of Axis bank, Hinganghat Is basically concerned about the product offered by AXIS BANK. Bank provides various kinds of products for different segments of people, according to the current requirements and demand of the customers. Every product is designed so well that it contains all the important features and services according to the current scenario for the people, which obviously very easily attracting customers to deal at least once with the ban. Apart from this, my area of work also includes comparing these services and products provided by AXIS BANK with other private banks and government banks i.e. HDFC BANK and STATE BANK OF INDIA. This comparison includes some common basis of differentiation through which evaluation is to be done. I have also used QUESTIONNAIRE for comparative analysis, which has been filled by the customers just to know what they think about the banks services and facilities given to them.

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1.2 REVIEW OF LITERATURE

The purpose of this study is to review the literature survey on customer perception on service quality in banking sector. The role of service quality plays an important role in banking sector and it provides new entrants about the current diffusion of technology and the unprecedented competition in the industry. Service quality measure is based on modified version of SERVQUAL as proposed by (Parasuraman et al., 1988) which involve five dimensions of service quality namely Reliability, Responsiveness, Empathy, Assurance and Tangibles. The customers expect a high level of service quality factors, which influences the performance of bank.

After reviewing different websites it has been concluded that:Since the day of deregulation and opening up of markets has added to increase in competition. Service quality is a differentiating factor that provides a competitive edge. Hence service quality has become a critical issue marketing which is well recognized by the service sectors. This paper is attempt to study and measure of customer perception about service quality among private and public sector banks. The researcher followed multi stage sampling in the selection of samples.

1.3 NEED FOR STUDY

The study is mainly conducted on the basis of secondary data rather than the primary data. The new private sector banks and foreign banks have also introduced number of new innovative products. These banks are also offerings their services through new age distribution channels like ATM, internet banking, phone banking, mobile banking etc. All these factors have affected the performance of both the public sector banks and private sector banks. So the present study is an attempt to analyses and compares the growth and performance of ICICI, HDFC, AXIS and STATE BANK OF INDIA

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1.4 STATEMENT OF THE PROBLEM

PROBLEM: An analytical study of services and products of Axis bank with other private sector banks and Perception of customers towards the services of Axis bank, Hinganghat Banking industry has started to occupy an important place in the life of different types of people including a common man. It is no longer considered as a luxury. It has become a necessity. In our country, banking service is provided by the public sector banks, as well as co-operative, private and foreign sector Banks. The Reserve Bank of India regulates the banking service industry. The customers in addition to the public sector banks increasingly prefer private sector and foreign sector service providers. Though all the Commercial Banks are providing Value-added services, enquiries on Banks customers have been made on the following. What are the services provided by the banks? How far the services cater to the needs of the customers? To what extent the services are utilized by the customers? What are the problems faced by the customers?

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1.5 OBJECTIVE OF THE STUDY

Banking and finance can be called as the nerves of any economic system as they accelerate the process of economic development through canalization of adequate finance. It is hard to anticipate development of efficient banking services in the country. No doubt financial institutions play so important role in economic development but at the sometime economic development determines the growth and development of banking institutions. Main objective of the study is to Comparative Analysis of Services and Products of Axis bank with other private sector banks and perception of customer towards the services of Axis Bank in Hinganghat

Some of the major objectives of the study include the determination of the following:

To aware consumers about the products and services provided by the axis bank. To know consumer preference about various products and services. To know customers perception towards private Banking and their expectations from private banks. To evaluate customer satisfaction with the service provided by the bank. To draw out with conclusions and suggestion based on the analysis and the interpretation of data.

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1.6 SCOPE OF STUDY

Axis Bank is one of the most famous banks in India. The various products and services offered by it include:

PRODUCT Deposits (Saving account and current account) Loans Card

SERVICES ATM Mobile Banking Internet Banking Payment Other Services The deposit mix of an organization especially the saving accounts are the backbone of every bank as an ordinary man is most inclined to invest in it due to its convenience and easy availability. This project deals with the various customer concerns regarding these and tries to suggest appropriate suggesting based on conclusions. I hope that this report would be able to suggest some measures and draw attention of bank towards the area of improvement.

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2. DETAILED REVIEW OF LITERATURE 2.1 JOURNAL NO. 1

COMPARATIVE

STUDY

OF

FINANCIAL

PERFORMANCE

OF

SELECTED PRIVATE SECTOR BANKS

(ISSN: 2249-7196)
M. Sangeetha Ph.D. Scholar, Department of Commerce, Salem Sowdeswari College, Salem, Tamil Nadu.

2.1.1. INTRODUCTION Indian Banking system meets new challenges posed by the technology and any other external and internal factors. Private sector bank plays an important role in development of Indian economy. The Indian private sector companies, which prioritized customer's need and speedy service. Financial performance refers to the achievement of the bank in terms of profitability. The profitability of a bank denotes the efficiency with which a bank deploys its total resources to optimize its net profits and thus serve as an index to the degree of asset utilization and managerial effectiveness.

2.1.2 OBJECTIVES OF THE STUDY The major objective of the study is to analyze the financial performance of the selected private sector banks. The following are the specific objectives of the study. _ To analyze the financial position of selected private sector banks. _ To compare the progress of selected private sector banks with regard to Number of employees, Branch expansion, Growth in ATM Machines, Growth of deposits, Borrowings, Credit deployment, Net Profit Margin, Capital Adequacy, Credit Deposit Ratio and Earnings per Share.

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2.1.3 SCOPE OF THE STUDY This study will also help to identify the bank that is lagging behind in its performance. The present study has been undertaken to measure and evaluate the performance of six banks. The study covers the period of 7 years that is from year 2005-2006 to year 2011-2012. The sample of study takes into account selected private sector banks.

2.1.4 LIMITATION OF THE STUDY Due to constraints of time and resources, the study is likely to suffer from certain limitations. Some of these are mentioned here under so that the findings of the study may be understood in a proper perspective. The limitations of the study are: -The study is based on the secondary data and the limitation of using secondary data may affect the results. -The secondary data was taken from the annual reports of the banks. It may be possible that the data shown in the annual reports may be window dressed which does not show the actual position of the banks.

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2.2 JOURNAL NO.2

Customer perception towards banking sector: Structural equation modeling approach R. Renganathan, S. Balachandran and K. Govindarajan.
(ISSN 1993-8233) School of Management, SASTRA University, Thanjavur, India.

2.2.1 INTRODUCTION In order to survive and excel in the competitive scenario, organizations have to understand the customers requirements. Service quality can be measured with the help of the two important instruments, namely SERVQUAL and SERVPERF. BANKSERV model can be used to measure the service quality of the banking sector. Customers perception with regard to various services rendered by the banking industry was taken for this study. Data were collected from 300 customers of the bank located in different parts of Tamilnadu and Pondicherry, India. In order to evaluate the association between the variables used in the model, structural equation modeling (SEM) was used for data analysis. The findings of the research showed that, absolute fit indices fits the sample data and reveals that the proposed model has the acceptable fit, by way of satisfying the recommended values.

2.2.2 OBJECTIVE OF STUDY The objectives of this study are as follows: 1. To study the demographic profile of the banking customers. 2. To identify the determinants of service quality which are very vital to banking industry? 3. To examine the usefulness of the BANKSERV (measuring only performance) model for assessing customer perceptions of service quality in banking industry. 4. To evaluate whether all the measures fit the recommended value, indicating a good fit of the structural model for the collected data.

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2.2.3 SCOPE OF THE STUDY Nationalized banks in India have to compete with other private banks and also with foreign banks, since banking industry is privatized and globalized in India. In order to sustain and excel in the competitive environment nationalized banks in India have to satisfy and delight their existing customers and formulate suitable strategies to acquire new customers. Hence, this type of research gains importance.

2.2.4 LIMITATION OF THE STUDY This study has got its own limitations. Since this study was confined only to nationalized banks in India, the findings of the study may not be fully applicable to private and foreign banks in India. Further, the study focuses only banking industry; hence generalization may not be applicable to other industries. Without any discrimination opinions expressed by customers of various branches of nationalized banks spread over Tamilnadu and Pondicherry, India, were considered as such. The determinants of the service quality may be investigated across multi-national settings. Further research can be carried out in the banking industry, especially in the globalized environment from the perspective of different determinants of service quality which will facilitate to enhance the quality of service and customer satisfaction.

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2.3 JOURNAL NO.3

A Study On Customer Perception Towards Services Of Selected Public And Private Sector Banks With Special Reference To Coimbatore City (ISSN: 2278-487) *Ms.K.Sumathi, **Dr. M.Thyagarajan
2.3.1 INTRODUCTION Banking system occupies an important place in a nations economy. A banking institution is indispensable in a modern society. It plays a pivotal role in the economic development of a country and forms the core of the money market in an advanced country. The phenomenon of globalization brought about significant changes in terms of products and services that are being offered to Indian customers and consequently the complexion of the banking sector in India too underwent a note worthy change in the last decade. The emergence of new private sector and foreign banks is one of the major challenges before the public sector commercial banks in India and this prompted the Indian banking industry to reckon with the challenges posed by the competition while rendering services to the customers.

2.3.2 OBJECTIVE OF THE STUDY To study the different services provided by the bank to the customers To examine the expectations and the level of satisfaction of the customers towards the services rendered by Public and Private sector banks To identify the areas which need improvement, so that the service of these banks is enhanced?

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2.3.3 SCOPE OF THE STUDY Significance of performance evaluation in an organization, for sustainable growth and development, has been recognized since long. This calls for a system that first measures and evaluates the performance, and then brings out the strengths and weaknesses of the organization for the purpose of further improvement. Efficient performance evaluation system encompasses all aspects of an organization. With the advances in computational tools, performance evaluation systems have evolved over a period of time from single-aspect systems to more comprehensive systems covering all aspects of an organization. Moreover, almost every industry, that envisages importance of evaluation, can adopt many methods to evaluate the performance. It prove to be better for performance measurement, evaluation and strategic planning for future growth and development of the Indian banks in the light of changing requirements of this sector so to analyze the comparative profitability performance of banks for the financial periods 2009-2012.

2.3.4 LIMITATION The time period of the study as compared to the geographical area was very less. The study was done on only selected banks

2.4 RESREARCH GAP After reviewing the above literature on comparative analysis and perception towards private banks we came to know that several studies have been undertaken on the topic. It was found that there is a research gap of comparative study of private banks and customers perception towards it. That is why I selected this topic for my project study.

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3.1 HISTORY OF BANKING INDUSTRY

The first bank in India, though conservative, was established in 1786. From 1786 till today, the journey of Indian Banking System can be segregated into three distinct phases. They are as mentioned below: PHASE I - Early phase from 1786 to 1969 of Indian Banks PHASE II - Nationalization of Indian Banks and up to 1991 PHASE III - Indian Financial & Banking Sector Reforms after 1991.

PHASE I: The General Bank of India was set up in the year 1786. Next came Bank of Hindustan and Bengal Bank. The East India Company established

Bank of Bengal (1809), Bank of Bombay(1840) and Bank of Madras (1843) as independent units and called it Presidency Banks. These three banks were amalgamated in 1920 and Imperial Bank of India was established which started as private shareholders banks, mostly Europeans shareholders. During the first phase the growth was very slow and banks also experienced periodic failures between 1913 and 1948. There were approximately 1100 banks, mostly small. To streamline the functioning and activities of commercial banks, the Government of India came up with The Banking Companies Act, 1949 which was later changed to Banking Regulation Act 1949 as per amending Act of 1965 (Act No.23 of 1965). Reserve Bank of India was vested with extensive powers for the supervision of banking in India as the Central Banking Authority. During those days public has lesser confidence in the banks. As an aftermath deposit mobilization was slow. Abreast of it the savings bank facility provided by the Postal department was comparatively safer. Moreover, funds were largely given to the traders.

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PHASE II: Government took major steps in this Indian Banking Sector Reform after independence. In 1955, it nationalized Imperial Bank of India with extensive banking facilities on a large scale especially in rural and semi-urban areas. Second phase of nationalization Indian Banking Sector Reform was carried out in 1980 with seven more banks. This step brought 80% of the banking segment in India under Government ownership. The following are the steps taken by the Government of India to Regulate Banking Institutions in the Country: 1949: Enactment of Banking Regulation Act. 1955: Nationalization of State Bank of India. 1959: Nationalization of SBI subsidiaries. 1961: Insurance cover extended to deposits. 1969: Nationalization of 14 major banks. 1971: Creation of credit guarantee corporation. 1975: Creation of regional rural banks. 1980: Nationalization of seven banks with deposits over 200 crores.

PHASE III This phase has introduced many more products and facilities in the banking sector in its reforms measure. In 1991, under the chairmanship of M Narasimham, a committee was set up by his name which worked for the liberalization of banking practices. The country is flooded with foreign banks and their ATM stations. Efforts are being put to give a satisfactory service to customers. Phone banking and net banking is introduced. The entire system became more convenient and swift. The financial system of India has shown a great deal of resilience. It is sheltered from any crisis triggered by any external macroeconomics shock as other East Asian Countries suffered. This is all due to a flexible exchange rate regime, the Foreign Reserves are high, the capital account is not yet fully convertible, and banks and their customers have limited foreign exchange exposure.

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3.2 COMPANY PROFILE

Type Traded as

Private company BSE: 532215 LSE: AXBC Banking, Financial services 1994 (As UTI Bank)

Industry Founded

Headquarters Mumbai, Maharashtra, India Key people Dr Sanjiv Misra (Chairman) Shikha Sharma(MD & CEO) Products Credit cards, consumer banking, corporate banking,finance and insurance,investment banking, mortgage loans, private banking, private equity, wealth management 274.82 billion (US$4.6 billion) (2012) 42.19 billion (US$710 million) (2012) 2.854 trillion (US$48 billion) (2012) 37,901 (2013) www.axisbank.com

Revenue Net income Total assets Employees Website

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AXIS Bank is the first new generation private sector bank to be established in India under the overall reform program initiated by the Government of India in 1991, under which nine new banking licenses were granted. Unit Trust of India, the largest mutual fund in India, holding 87% of the equity, promoted the Bank. Life Insurance Corporation of India (LIC), General Insurance Corporation Ltd and its four subsidiaries who were the co-promoters held the balance 13%. The Bank started its operations in 1994.

AXIS BANK LIMITED

Nazul Sheet No 21, Block No.06 Plot No.98/1, House No.95-96, Nehru Ward, Railway Station Road, Hinganghat.442301 Maharashtra. Contact: 07153-244082, 244084, 09922001837, FAX NO.07153-244086

Registered Office Trishul, 3rd Floor, Opp. Samartheshwar Temple, Law Garden, Ellis Bridge, Ahmadabad 380 006. Tel No. : 079 2640 9322 Fax No. : 079 2640 9321 Email: p.oza@axisbank.com/rajendra.swaminarayan@axisbank.com Web site: www.axisbank.com

Central Office Corporate Office, Axis Bank Limited, Corporate Office, Bombay Dyeing Mills Compound, Pandurang Budhkar Marg, Worli, Mumbai 400 025. Tel. 022-24252525

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3.3 MISSION AND VALUES OF THE COMPANY

MISSION Customer Service and Product Innovation tuned to diverse needs of individual

and corporate clientele. Continuous technology up gradation while maintaining human values. Progressive globalization and achieving international standards. Efficiency and effectiveness built on ethical practices.

CORE VALUES: Customer Satisfaction through Providing quality service effectively and efficiently "Smile, it enhances your face value" is a service quality stressed on Periodic Customer Service Audits Maximization of Stakeholder value Success through Teamwork, Integrity and People Leading through innovation to offer world class and competitive products to

customers. Building long term relationships with customers by creating a world-class

service experience through operational excellence and the innovative use of technology. Have created a customer centered and result focused vision that inspires each

one of our Associates and has their buy in. Are committed to creating a High Performance Organization by creating an

environment that allows each our associates to perform at peak. As a result recognized as an employer of choice. Committed to partnering with internal and external customers for mutual

success.

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3.4 CURRENT STATUS OF THE COMPANY

Axis Bank is the third largest private sector bank in India. Axis Bank offers a vast spectrum of services encompassing Large and Mid-Corporate Banking, SME Banking, Agri-Business Banking, Retail Banking and International Banking. Axis Bank has a network of over 2,000 branches and over 12,000 ATMs across the country. The branches, spread across more than 1250 cities and towns, enable the Bank to reach out to a large cross-section of customers with an array of products and services catering to both the retail and the corporate segment. Axis Bank has presence in Singapore, Hong Kong, Shanghai and Dubai, and seeks to expand further its international presence. Axis Bank has the second largest EDC network, the third largest ATM network in India and also has the fourth largest base of debit cards in the country. The market capitalization of the Bank as on March 31,2013 was Rs. 1,23,308 crores which makes the Bank the fourth largest in terms of market capitalization amongst the Banks in India. The Banks centralized database enables customers to operate their accounts from anywhere in the country. The Banks website www.axisbank.com offers comprehensive details about its various schemes.

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3.5 BOARD OF DIRECTORS

Smt. Shikha Sharma Managing Director & CEO

Shri N.C. Singhal

Director

Shri. J.R. Varma

Director

Dr. R.H. Patil

Director

Smt. Rama Bijapurkar

Director

Shri R.B.L. Vaish

Director

Shri M.V. Subbiah

Director

Shri Ramesh Ramanathan

Director

Shri K. N. Prithviraj

Director

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3.6 COMPANY PRODUCTS

Services and Products of Axis Bank

Axis bank offers its services majorly in four parts: A. Personal B. Corporate C. NRI D. Priority banking

A. Personal Axis bank offers various services for individual domestic customers, which includes services like 1. Accounts 2. Deposits 3. Loans 4. Cards 5. Forex 6. Investments 7. Insurance 8. Payments 9. Other services

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 The accounts offered by axis bank for its customers are: 1. EasyAccess Savings Account Easy Access Savings Account gives instant access to customers money anywhere, anytime. Possessing a range of unmatched features, it has been devised to better suit the convenience of our eclectic client base. These services can be availed with a minimum quarterly average balance of Rs 10, 000 in metro or urban centers, Rs. 5000 in semi urban centers and Rs. 2500 in rural centers. 2. Krishi Savings Account This product has been specially designed keeping in mind the unique requirements of a farmer and true to its nature has been called the Krishi Savings Account. This account is offered with the requirement of maintaining the half-yearly average balance of Rs 2500 only. Being a Krishi account holder, farmers are entitled to access Axiss wide network of more than 2000 branches and 4055 ATMs across 440 cities. They can now easily carry out their transactions through any of the branches or ATMs. 3. Prime Savings Account At Par Cheque Facility with an enhanced limit upto Rs. 1,00,000 Free monthly statement of account Free DD/PO (drawn on Axis Bank Centers) International Debit card with an Accidental Insurance cover upto Rs. 5 lakhs (Issuance charge waived) [To keep your personal accident insurance cover activated, you should have made a purchase transaction in 365 days prior to the day of the incident & should have maintained an average quarterly balance of Rs 25,000 (urban & metropolitan branches) or Rs 10,000 (rural & semi-urban branches) as the case may be in the two quarters before the date of the incident.] Increased cash deposit/withdrawal limits at non home branches Option of automatic movement of excess funds in the savings account to higher earning fixed deposits Page | 20

Titanium Reward Debit Card Free cash withdrawal unlimited transactions at other bank ATM's. Access through more than 2000 offices & 12000 ATMs 24*7 Telebanking, Internet banking and Mobile Banking Free monthly e-statement

4. Corporate Salary account No minimum balance criteria. Unparalleled Access - Anywhere banking facility through our network of Branches, ATM and Internet banking facility. At Par cheque books payable locally at all Axis Bank locations. International Debit cum ATM cards with enhanced Cash withdrawal facility and other value add-ons. Online Banking with funds transfer, online shopping and bill payment options. Depository services with free online trading accounts. Meal Cards on a master card platform. Employee Reimbursement accounts as a savings account variant.

5. Womens Savings account (smart privilege account) In today's busy world it's tough being a working woman. Right from shuttling between a job and family to taking care of her finances she has to be on her toes all the time. Keeping this in mind, we at Axis Bank have designed a savings account best suited for the woman of today. With the Smart Privilege Account, you can manage your money and your life and as well as enjoy a host of lifestyle privileges. Furthermore Axis Bank's Smart Privilege Account ensures that you have enough time for all the important things in life.

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6. Priority banking account As a Priority banking customer you will have access to an exclusive 'Priority Banking Lounge' at branches. This will allow you to conduct your financial transactions in utmost comfort and confidentiality through an exclusive Relationship Manager.\

7. Demat Account Axis Bank is a registered member (Depository Participant) of NSDL. In this system, physical security holdings are converted into electronic (or in other words, dematerialized) holdings. Axis Bank has been enrolled as a Depository Participant by the NSDL - India's first depository. You can avail of all the depository-related services by just opening an account with NSDL through Axis Bank.

8. Senior citizens Account Axis Bank's Senior Citizen Savings Account has been designed keeping in mind the fact that a senior citizen's banking requirements are wholly different and require special considerations. Axis have introduced Senior Citizen ID card for their Senior Privilege patrons. ID card acts as an age proof enabling them to redeem every advantage that they are eligible for. This card will help them to avail of certain never-before Senior-citizen benefits at various stores, service providers and installation across the nation. Apart from provide you with the power to claim great benefits, card also act as emergency information medium. In case of emergencies, it provides the doctors and authorities with vital data like their blood group, allergies, illnesses, address and emergency contact details. This ensures that they are well looked after in any situation, no matter where they are.

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9. Trust/NGO Savings Account Axis Bank's Trust Account is an effort to offer thoughtful banking for people who spend their lives thinking of others. It is a complete banking solution for Trusts, Associations, Societies, Government Bodies, Section 25 companies and NGOs, so that the organizations can devote all of their time to their noble motivations. Deposits offered by Axis Bank:

1. Fixed Deposits Axis Bank offers simple reinvestment Fixed Deposits (at very competitive interest rates), which can be opened with a minimum investment of Rs 10,000. Customers can make additions to your deposit in multiples of Rs 1,000 each. The tenure of their deposit must be a minimum of 6 months. 2. Recurring Deposits Axis Bank's Recurring Deposit scheme will allow you with an opportunity to build up your savings through regular monthly deposits of fixed sum over a fixed period of time. 3. Encash 24 The Encash 24 (Flexi Deposit) gives the liquidity of a Savings Account coupled with high earnings of a Fixed Deposit. This is achieved by creating a Fixed Deposit linked to your Savings Account providing you the following unique facilities: 4. Maximum Returns: Customers money is no longer idle. As soon as the balance in your Savings Account crosses over Rs 25,000, the excess, in multiples of Rs 10,000 will be transferred automatically to a higher interest earning Fixed Deposit Account. The maturity of fixed or term deposits formed as a result of transfer of money from the Savings Bank account will be for a maximum period of 181 days and the interest will be calculated on simple interest rate basis.

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5. Maximum Liquidity: The money parked in Fixed Deposits as a result of the above mentioned sweep out from your Savings account can be easily accessed by issuing a cheque, withdrawing through ATM etc. This amount is automatically reverse swept from the most recently formed Fixed Deposit in units of Rs 5,000 to the Savings account whenever the balance in your Savings account falls below Rs 25,000. The amount broken form your Fixed Deposit will earn interest rates at the applicable rate for the period that the deposit was held with the Bank. The remaining amount of Fixed Deposit will continue to earn the contracted rate of interest. Loans Offered by Axis : 1. Agri Loan 2. Gold Loan Cards Offered By Axis bank

1. Credit Cards Platinum Advantage Credit Card Platinum Credit Card Gold credit card Silver credit card Corporate Credit Card Trust chemists credit card Shriram credit card eShop cad Easy credit card

2. Debit Cards Visa Card Titanium Reward

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3. Prepaid Cards Travel Currency Card Payroll Card Corporate Gift Card Gift Card Rewards Card Remittance Card Meal Card Annuity Card Forex offered by Axis bank

1) Travel Currency Cards The Travel Currency Card gives its customers a 24-hour access to money. Withdraw funds in the local currency from any Visa or Visa Plus ATM's (Automated Teller Machine) as well as pay for all your purchases in any country you visit, anywhere in the world. 2) Outward Remittances Axis Bank offers Outward Remittance facilities enabling its customers to remit money abroad through reliable and quick transactions. They can send money abroad for reasons more than one: education, medical purpose, gifting, and maintenance for loved ones or donation for a cause.

3) Foreign Currency Travelers Cheques American Express Traveler's cheques are widely accepted globally as a mode of payment in many parts of the world. It is always worthwhile taking some of your foreign exchange in travelers' cheques as it is a great backup to cash and cards.

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4) Foreign Currency Cash Carrying small amount of local currency or internationally acceptable currency variants in wallet while travelling overseas is reassuring and convenient - especially to make payments for the services you may require on your arrival at the destination. Investment Services offered by Axis bank Gold Investment Online trading Mutual funds Demat Account Insurance Services offered: 1 Accident Shield Axis Bank and TATA AIG General Insurance offer the Accident Sheild ' personal Accident Insurance cover. A unique policy that offers insurance coverage at premiums that is extremely competitive and exclusively meant for Axis Bank customers. 2 Mediprime TATA AIGs Medi Prime Plan for senior citizens protects them and their spouse in case they need expensive medical care. They get cashless benefit or medical reimbursement for hospitalization expenses due to illness or accidents. 3 Travel Companion Whether travel for business or pleasure, international travel involves risk. Medical treatment abroad can be expensive and one never knows when one would require it. Having to spend for medical bills in foreign currency can be expensive proposition. There are other difficult situations also, that one might face like loss of passport or baggage. TATA AIGs Travel Companion is specially designed to help people deal with such situations while overseas travel.

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4 Motor Insurance Though it is easy to own a vehicle it is expensive maintaining a motor vehicle especially in case of damage caused to your vehicle due to some unavoidable circumstances or accidents. TATA AIGs Motor Vehicle Policy helps in maintaining vehicle in such situation. 5 Jewellery Insurance The only product of its kind in the industry, Jewellery Insurance provides complete security for gold / jewellery, when it is worn by the policyholder in person or while being carried to the bank lockers. Absolute security & coverage is given against burglary & fire, in respect of items kept at home / bank locker. Result: Complete peace of mind. Payments services offered by Axis: 1 Bill Pay Axis Bank's Bill Pay service enables you to make secure payments from the comfort of your home or office. So its time to say goodbye to late payment fines, long queues, lost bills, and commissions paid to local errand boys. 2 ECS It is an electronic clearing system that facilitates paperless credit / debit transaction directly linked to your account and also provides for a faster method of effecting periodic and repetitive payments. Through ECS (Debit), you can pay all your Utility bills (electricity/telephone/Mobile bills, credit cards, etc), Mutual Fund (SIP), Insurance Premium, Loan Installments, credit card payments, payments of donations and other bill payments.

3 Tax ePayments In this service, Income / Other Direct Taxes, as well as Central Excise & Service Tax* through iConnect can be paid from account online and can get on-line acknowledgement of the payment by way of a Cyber Receipt, including Challan Identification Number (CIN) immediately after making the payment. Page | 27

Other services offered by axis Bank to its individual customers are: 4 MOBILE REFILL : RECHARGE AT THE ATM An individual can recharge his mobile talk time at any of our ATMs. He doesnt even have to be an Axis Bank customer. All his need is a VISA debit or credit card. If he is an Axis Bank customer, then he can also use his Axis Bank debit card (both VISA as well as Master card).

5 LOCKER (Unmatched protection for your valuables) A Safe Deposit Liker with Axis Bank is the solution to an individuals concern. Located at select branches in cities all over the country, our lockers ensure the safe keeping of an individuals valuables.

6 ONLINE SHOPPING (Safe and Secure internet Payment) Axis Bank offers an individual the convenience of shopping at many major Online stores from the comfort of his home or office. All he need is an Internet enabled PC. He can choose & then get he items delivered at his doorstep. He can also avail of numerous online services, get to know about the current special offers/discounts and get a preview of the new items added on to the shelves by these online retailers/service providers. He can shop as much as he like and conveniently make instant payments by debiting his account through the secured payment channel, iConnect Our Internet banking platform.

7 E-Statement Axis Bank offers the facility of E-Statement. E-Statement are secure and electronic way to receive statement of accounts from the Bank.

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 Other Services: ATM The bank has approximately 12000 ATMs as on 31.03.2013. This includes all Axis Banks onsite and off-site ATMs. All Axis Banks ATMs are connected to Axis Banks Base 24 ATM switch, which in turn interacts with Axis Banks centralized core banking software for transaction processing. The Bank through its ATMs offers the following services INTERNET BANKING Since April 2000, the Internet Banking channel has grown fast to com pelmet the branch and ATM network. As of March 2006, there are around 20 lakh users of internet banking, which amounts to more than 50% of Axis Banks retail banking savings accounts customers. Apart from routine functional like balance and transactions lookup, we also provide a number of values added services on the internet banking platform. A bride description of each product is given below: Presentment of EBPP (Electronic Bill Presentment and Payment). Under this type of bill payment, the customer needs to register for each bill. Once registered, the biller will send an electronic version of the bill for acceptance and payment. Direct Payment. Under this type of bill payment, no bill presentment happens. The customer is free to select the biller and pay accordingly to his convenience. Shopping A customer with Internet banking access can buy from merchants registered with us and pay through the direct debit facility on Axis Banks website.

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MOBILE BANKING Mobile banking was launched by the bank in October 2004, within the last one and a half year; the customer base has grown to over five lacs subscribers as of April 2006. Axis Bank Offers the Automatic Alerts service in mobile banking: A subscriber is alerted through SMS on the activities in his account with automatic alerts for every debit in his account of more than Rs. 5,000. Also if the customer is registered for bill payments, he receives an alert as soon as a bill is presented by the biller for payment. Benefits Safety: Be alerted on any transaction above Rs. 5,000 in an individuals account so that action can be initiated promptly in case of any misuse of the account. Convenience: Know the status of the account from wherever an individual are.

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3.6 SWOT ANALYSIS OF COMPANY

STRENGTHS

AXIS bank enjoys a very good reputation and goodwill in the minds of general public. The bank has a wide range of products in order to suit the needs of every segment of the society. The bank also has a very good ATM Network with over 12000 ATMs, which have been placed very well in different parts of the country at prominent places. AXIS Bank has a very good network of 2000 branches that are spread across different cities of the country and it is still expanding on that number. The bank currently has a very good customer base and it is expanding very fast on it. AXIS Bank staff is a blend of experience and young personality which is a well knit team sincerely devoted to their work. AXIS Bank has the state of the art and fully computerized technology .All the branches of the bank are networked so that any account holder can make transaction in any branch of the bank irrespective of the fact that he ahs a account with that branch or not.

WEAKNESS

Less awareness amongst the general masses. Unawareness about the different services of AXIS bank like NRI schemes, foreign remittance. Relatively the number of branches is less as compare to the other private banks. The numbers of marketing executives are very low.

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OPPORTUNITIES

Peoples dissatisfaction towards nationalized banks in terms of service has turned out to be a blessing for private banks. AXIS bank with its brand image can be benefitted to a large extent by this opportunity.

Their lies great scope in forex department which if utilized to a greater extent can yield much better results, so AXIS bank can increase its business volume by exploring export segments.

THREAT

Reorganization of public sector bank-all the public sector banks have started to redefine their services in order to attract customers attention. Stringent norms by RESERVE BANK OF INDIA at any time in future can be a threat to private banks as their activities could be adversely affected.

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4.1 RESEARCH DESIGN AND METHODOLOGY

Research methodology is the process of the systematic gathering, recording and analysis of data collected by various techniques to access the response and accordingly prepare a report based on which reader opinion toward products can be analyzed. Research studies evolve through series of steps, each representing the answer to a key of question. The tools and techniques used during primary research are in order to arrive at finding, which are also dealt with and lead to a logical deduction towards the analysis and result. The advance learners dictionary of current English lays down the meaning of research as A careful investigation or inquiry especially through search for new facts in any branch of knowledge Redman and Mory define research as a systematized effort to gain new knowledge. Some people consider research as a movement, a movement from the known to unknown. It is actually a voyage of discovery. We all process the vital instinct of inquisitiveness for, when the unknown comforts us, we wonder and our inquisitiveness make us probe an attain full understanding of the unknown. Research methodology is considered as the nerve of the project. Without a proper well-organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting the result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks about the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other.

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Research Design: Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researches. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. In this study the company was more focused on the customers perception towards services and products of private sector banks. Data Collection: This report was prepared after collecting data from the existing and non existing Customers. Primary Data: These data were collected by personal interview and Telephonic interview with Existing customers and non existing Customers. For this purpose questionnaires were prepared in such that all necessary data would be collected. And on the basis of these questionnaires the data analysis is done. Secondary Data: Information regarding the project, secondary data was also required. These data were collected from various past studies and other sources of the company, various websites on the internet and newspapers.

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4.2 SAMPLING DESIGN

Research Design Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. The definition consists of three important terms plan, structure and strategy. The plan is an outline of the research but structure of the research is a more specific outline and the strategy shows how the research will be carried out. Descriptive Research Descriptive research refers to a set of methods and procedures that describe marketing variables. Descriptive studies portray these variables by answering who, what, why and how low questions. These types of research studies may describe such things as consumers attitudes, intentions and behaviors, or the number of competitors and their strategies. Descriptive research was selected as research design. It is undertaken when the researcher is interested in knowing the complete information according to its objectives.

Sample Size The sample size I have taken is 100.

Research Instrument Questionnaire The questions were open and close ended questions. Telephonic Interview and Personal Interview lasted for about 5 to 10 minutes for collection of data.

Sampling Technique The sample technique used in the study is non-probability sampling. The items for sample are selected deliberately. Convenience sampling is used because only those people were asked to fill the questionnaires that were easily available to the researcher.

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Page | 36

4.3 DATA COLLECTION

Types of Data Collection: There are mainly two types of data collection method:

1. Primary data Data which are collected at first hand is primary data for collecting primary data. There are four methods i.e. observation method, laboratory experiment method, field experiment method and survey method. From that I select survey method. For survey, Questionnaire is necessary which consists of the various questions relating to the research. The questionnaire should be designed well so the study becomes easy. Questionnaire survey can be done through personal interview and telephonic interview. I have collected my primary data through telephonic interview and personal interview. Other data collected from employees and close observations.

2. Secondary Data Any data which has been gathered earlier for any other purposes are secondary data in hand of marketers. These data I have collected from company like industrial profile, company profile and internet. The secondary data are collected from the magazines, internet and website of the company. Different websites help in collecting the detailed information.

TOOLS OF DATA COLLECTION

Interview Method: Telephonic Interview lasted for 5-10 minutes. Follow up was done of those customers who were busy and requested to call back later. Questionnaire Method: The questionnaire contained open-ended and close-ended questions, as there would be free flow of ideas and would lead to pool of knowledge to help the researcher come to a conclusion.

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4.4 ERRORS IN THE STUDY

Interviewer Error: There is interviewer bias in the questionnaire method. Open ended questions can be bias by the interviewers views or probing as interviewers are guiding the respondents while the questionnaire is been filled up. The attitude the interviewer reveals to the respondents during the interview can affect their level of interest and willingness to the answers only. As interviewers, probing and clarification maximize respondents understanding and yield complete answers these advantages are offset by the problems of prestige seeking, social desirability and courtesy biases. Questionnaire Error: The questionnaire designing has to be careful so that only required data is concisely revealed and there is no redundant data. The questions have to be worded carefully so that questions are not loaded and does not lead to a bias in the respondents mind. Respondent Error: The despondence selected to be interviewed was not always available and willing to cooperate also in most of the cases the respondents were found to not having the knowledge opinion attitudes or fact required additionally uninformed response styles also led to survey error. Sampling Error: We have taken the sample size of 100 which does not give a clear understanding of the total population. The method used for sample technique was simple random sampling method. Convenient sampling is used because only those people were asked to fill the questionnaires that were easily accessible and available to the researcher.

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4.5 LIMITATION OF THE STUDY

The study was based on a very modest sample size hence cannot be called as a representation of the views and opinion of the majority.

In a rapidly changing industry, analysis on one day or in one segment can change very quickly. The environmental changes are vital to be considered in order to assimilate the findings.

The conclusion arrived at are based on a very less experience of researcher in this field.

Lack of interest shown by the respondents resulted in incomplete responses.

Time Period allotted for the project compared to Geographical area was quite less.

Contacting the customers was a difficult job.

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4.6 THEORETICAL BACKGROUND

Banking is the backbone of a modern economy. Health of banking industry is one of the most important pre-conditions for sustained economic progress of any country. The world of banking has assumed a new dimension at the dawn of the 21 st century with the advent of tech banking, thereby lending the industry a stamp of universality. In general, banking may be classified as retail and corporate banking. Retail banking, which is designed to meet the requirements of individual customers and encourage their savings, includes payment of utility bills, consumer loans, credit cards, checking account balances, ATMs, transferring funds between accounts and the like. Corporate banking, on the other hand, caters to the needs of corporate customers like bills discounting, opening letters of credit and managing cash. The Indian banking scene has changed drastically with the private sector making inroads in an area hitherto dominated by large public sector banks. Growing disinvestment is likely to impact the banking industry as well. There is every possibility of privatization of public sector banks, leading to greater operational autonomy. The development of the Indian banking sector has been accompanied by the introduction of new norms such as Income Recognition and Capital Adequacy, by the government. The latter implies that banks can lend on the basis of their respective capital base. These norms have caused banks to construct equity on their own, before going in for debt. The New World order has ensured "Survival of the Fittest". New services are the order of the day, in order to stay ahead in the rat race. Banks are now foraying into net banking, securities, consumer finance, housing finance, treasury market, merchant banking and insurance.

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REASON FOR SELECTION OF THIS TOPIC:

The financial sector is one of the booming and increasing sectors in India. The Personal Banker are one of the most powerful, efficient and effective channel through which the company sales its various types of financial products and company takes operational work also. It is really difficult to convince customers and sell a single product and accomplish operational work. Whereas in my entire project work I found my interest in working in a team, dealing with customers and finally convincing them to buy a product.

IMPORTANCE TO THE COMPANY: The ultimate purpose of giving me this topic was to know about the customers perceptions about the different products of the bank, and to know about operational process. how these products can attract them and how the company can generate maximum profit by convincing them through personal banker and to better understand customer requirement and to understand operational methodology.

LEARNING FROM THE STUDY: The process of bank related transaction, bank related various terms, work environment of Axis Bank. Different products and services provided by the bank, Customers perception about the different products, The brand image of the bank, what are the problems faced by customer on daily basis, How to communicate with the customers, Different techniques of dealing with the customers, How to convince and convert a customer into a real customer and at the last how to better response to the customer problem.

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5.1 DATA ANALYSIS AND INTERPRETATION

Questionnaire for Customer Q.1:- Which are group do you belong (Age wise)?

Age Group
11% 26% 16% Less than 25 25 to 40 47% 40 to 55 Above 55

Interpretation After looking this pie chart, it can be said the middle-aged group are the main customer of the banks as they occupied almost 75% of this graph. The bank has a huge potential in terms of the untapped market Young and old age group people. High pay packages to todays emplo yed youth and large saving with the old age people (especially in urban areas) has made them attractive potential customers.

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Q.2 what is your occupation?

Occupation
15% 15% 45% Service Business Student 25% Others

Interpretation: Most of the service class people prefer to open a Savings Account in comparison to the business class people. This may be possible due to the facility of Anywhere Banking suiting their needs and preferences.

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Q.3

Please specify your annual income?

Income Group
15% Less than 1 lakh 1 to 2 lakh 20% 20% 2 to 3 lakh 3 to 4 lakh More than 4 lakh

25%

20%

Interpretation: Income does not make any difference as far as opening the account in the Axis Bank is concerned, as the pie chart is vividly revealing that more or less people of every segment of income group have opened and are opening the account expert one group i.e. lower income group where emphasis is required to penetrate this group so it can be said that the target group of the axis bank, specially for saving account are of every segment of income group since its is devoted to render best services to its costumer.

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Q.4 what features/attributes, while opening an account do you expect from a bank?

Features
10% 15% 40% Quick Services Proper information 15% Working hours Less Formalities 20% Variety of Product

Interpretation: When a customer visits any bank the first and foremost thing he expects is the quickness of service and the promptness in entertaining by the bank employee. Second thing customer wishes to have is proper information regarding his queries. In this pie chart shows that, factor like less formalities of document while opening an account. Varieties of product do not make a big impact on customer behavior for opening an account in any bank if its services are efficient. But on the other hand bank cant ignore working hours. As in this pie chart customer has erred it. For these services like bank preference should be given to make a prompt and customer friendly service channel. For this focus must be given to make well informed and proactive employee along with work should be executed technologically rather than manually.

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Q.5:-What the people thinks about bank?

People Think About Bank

7%

11% 49% 33%

Security Saving Imposition of a burden of expenses Others

Interpretation: This pie chart shows that 50% people think about the bank is security to their assets, 33% people thinks bank is for saving purpose along with this 7% people thinks bank is imposition of a burden of expenses, and 11% people thinks bank for other purpose like investments etc.

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Q.6 What a respondent see while purchasing new plan?

Peope See In Perchasing New Plan

Advertisement being released by the company 18% Standing and goodwill of the company 41% Services being given by the company 28%

Product range of the company 13%

Interpretation: This pie chart shows that near 41% people see the standing and the goodwill of the company while purchasing new plan, 28% people see the services given by the company, 18 % people see the advertisement being released by the company and rest 13% people see the product range of the company.

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Q.7

What kind of account do you have in Axis Bank?

Account Type
5% 15% 10% 45% Saving Account Current Account Fixed Deposits NRL Account 25% Others

Interpretation: Saving account is the leading and attractive product for the Axis bank as it occupies a major chunk in this pie chart. It is clearly implying that this product has the ability to satisfy the customers. On the second hand and the positions current accounts and fixed deposits has also been helpful to increase the customer base but still their performances needs to be improved. One thing in this pie chart which is significant is the business of the bank is relying on only few leading products, reason for this could be, neither has it limited range of products nor rest of the product does not have much ability to penetrate in the stiff market of banking of Hinganghat. That is giving an alarming message to the management of the bank to go or analyzing the situation very minutely and must ascertain where things are going wrong and for that what short of necessary step could be taken. Providing better services in comparison with the competitors is a must for excelling in industry.

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Q.8

Who influenced to open an account in Axis Bank?

Influnce to open an account

10% 35% 25% Friend and Relative Advertisement Bank Employees 30% Prospectus

Interpretation: As it is said a satisfied customer is the best medium for advertisement since in this pie chart, friends and relatives have play a key role in opening the accounts for others, which implies that bank real customer are satisfied enough with the facilities available on the products and the services enjoyed by them. An advertisement and bank employees more or less has been good performer in their respective domain. It reveals advertisement of different medium, as been a key factor in generating the awareness about banks product as well as facilities that are made to available on then in the peoples mind.

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Q.9

Your remark on products of Axis Bank?

Remark to Products
5% 25% 30% Excellent Good Average 40% Poor

Interpretation: As this pie chart is showing at what level people are saved with saving account, with its unique facilities features, and ability to serve all the needs of customer because by and large it can be said 75% people are saving good to savings accounts, this implies that this product has been a leading product and still an attractive product of the Axis bank. Reason for this could be different type of facility associated with this product, which are reading true value to the customer and marketing people are also very much devoted to give the best from this part. Efforts must be given to know why they are people who are still saying average and poor about saving accounts and what are the factors that are going wrong with that segment of people.

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Q.10 In comparison to other bank how would you rate Axis Bank?

Rate to Axis bank

5% 25% 5% 20% Excellent Good Average 45% Poor Cant Say

Interpretation: Rating of any bank depends on its overall performance in the eye of the people. This pie chart is vividly showing that the performance of Axis bank has been good because in such a short span of its existence in this city with strong competition from major public sector bank like SBI and other private banks, Reason for this could be, it has occupied a different position in the people mind with its customer friendly products and to serve them a efficient and prompt banking system.

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Q.11:-If given an option, which bank will you prefer to deal with as a customer?

PREFER TO DEAL
35% 30% 25% 20% 15% 15% 10% 5% 0% bank of baroda ICICI bank union bank of india axis bank hdfc bank sbi 8% 3% 16% DEALING 28% 30%

Interpretation: Among the total customers, 30% customers are in favor of SBI. These customers prefer to deal with SBI; the reason being it is a public bank and it is located in every nook and corner of the city. The second preference of the customers is Axis bank, 28% customers favor this bank for banking activity. Thus, giving tough competition to SBI.16% customers are in favor of HDFC Bank. ICICI bank, Bank of Baroda, Union Bank of India are also preferred by some customers.

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Q.12.In terms of saving bank account opening, which bank would you prefer?

Preference in terms Bank Accuont

35% 30% 30% 25% 20% 20% 15% 11% 10% 5% 0% Axis Bank BOB HDFC ICICI SBI union bank of india 4% 3% Bank Accuont 32%

Interpretation: Among the total customers, 32% customers are in favor of SBI. The customers prefer this bank because its charges are less than the other banks. 30% customers prefer Axis bank due to the efficient level of services provided by this bank which attracts customers.20% customers are totally loyal to the HDFC bank. ICICI, Bank of Baroda and Union bank of India are also preferred by some customers.

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Q.13 What are the services you use of bank?

Preference of use of service

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 1% 0% ATM/Debit card Internet Banking cheque book at par mobile banking door step banking relationship manager 10% 8% 4% services 32% 45%

Interpretation: ATM/debit card is most preferred by the customers. 45% customers are in favour of this service. Thus, ATM maintenance charges should be kept optimum and cash withdrawal/deposits also be made more convenient to the customers. The second preference of the customers is cheque book at par.32% customers prefer to use this service provided by the bank in saving account. The next preference is internet banking. Thus more and more facilities and services should be inculcate by the bank in internet banking for making it more attractive to the customers.8% customers use mobile banking. Relationship manager and door step banking are also preferred by few customers.

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Q.14 Which bank as per your experience provides the best customer service when you personally visit the bank?

Providing Best Customer Service

35% 30% 25% 20% 15% 10% 5% 5% 0% Axis bank HDFC SBI BOB ICICI 24% 32% 27%

12%

Best Customer Service

Interpretation: Majority of customers agreed that Axis bank provides the best customer services when they personally visit the bank. Thus, 32% customers are in favour of Axis bank and the second preference is SBI, close competitor of Axis bank in this case because 27% customers said that SBI provides the best customer services when they personally visit the bank. The third and giving close competitor to SBI is HDFC Bank. 24% customers feel like this bank provides best customer services. 12% customers are in favour of ICICI bank.BOB are also preferred by some customers.

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Q.15:- which banks ATM you use the most, for cash withdrawal?

Using ATM
40% 36% 35% 30% 26% 25% 22% 20% 15% 10% 5% 0% Axis Bank HDFC SBI BOB ICICI PNB 4% ATM

8% 4%

Interpretation: Among the total no. of customers, 36% customers said that they use Axis banks ATM the most for cash withdrawal because its location covers almost all the areas of the city. The next preference is HDFC Bank and 26% customers said that they use HDFC banks ATM because they are convenient with it. The third preference is SBI and 22% people are in favour of this bank. The reason being it is a public bank. 8% are totally loyal to their existing ICICI bank. PNB and BOB are also preferred by some customers.

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Q. 16:-If you are using Net Banking, then what are the services you use?

Using Net Banking Services

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 12% 14% 7% 7% Net Banking Services 19% 41%

Interpretation: Majority of customers said that they use internet banking mostly for making bill payments. Thus 41% customers use this service in internet banking. The second and third preferences of the customers are cheque book request and fund transfer-other bank. Fund transfer-same bank, DD/Pay order request and portfolio

management/investment services are also used by some customers.

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Q. 17. Which is the most customer friendly bank, in terms of charges, as per you?

40% 35%

Customer Friendly bank,in terms of charges

34% 30%

30% 26% 25% 20% 15% 10% 5% 0% Axis Bank HDFC SBI BOB ICICI 3% Customer Friendly bank,in terms of charges 7%

Interpretation: Among the total customers, 34% customers are in favour of SBI. They think that in comparison of other banks, SBI charges are less. Thus they prefer to deal with this bank. The second preference of the customers is HDFC Bank and 30% customers think that their charges are less. Thus they are satisfied with the charges charged by the bank. The third preference is Axis bank. 26% customers are in favour of this Bank. Thus bank should adopt flexible approach in charges and the charges should be charged according to the customers reputation, competition and other factors so that they do not lose any genuine customer due to these unfair charges.

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Q.18:- If you have to do an investment, which bank would you consult for portfolio management?

Consult for Portfolio Management

40% 36% 35% 30% 25% 20% 20% 15% 10% 10% 5% 0% Axis Bank HDFC SBI BOB ICICI Allahabad bank 7% 5% Portfolio Manage 22%

Interpretation: Among the total no. of customers, 36% said that they prefer Axis Bank for portfolio management which shows their firm belief in this bank. The second and third preferences are SBI and HDFC Bank. 22% customers are in favour of SBI and 20% are in favour of Axis Bank. 10% customers said that ICICI is also providing attractive schemes, so they would like to go with this bank.BOB and Allahabad bank is also preferred by few customers.

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Q.19:-According to you which bank provides, zero balance account facility to low income level group of customers (annual earning < Rs. 50000)

Zero balance account facility

60% 55%

50%

40%

30% 23% 20% 10% 10% 4% 0% Axis bank HDFC SBI BOB Union bank of India ICICI 4% 4% Zero balance account facility

Interpretation: Majority of customers said that SBI provides this facility to low income level group of people. 23% customers felt that Axis bank also provides this facility to customers.10% customers is in favour of HDFC Bank. Rests of the customers are in favour of ICICI Bank, BOB and Union bank of India.

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Q.20. Kindly rate the below mentioned banks as per the ambience and infrastructure facilities provided to the customers?

Rating of banks on the basis of ambience & infrastructure

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Axis bank HDFC SBI ICICI PNB 16% 13% 7% 23% Rating of banks on the basis of ambience & infrastructur e 42%

Inference: 42% people said that AXIS BANK is the best 23% people said that SBI is the best 16% people said that HDFC is the best 13% people said that ICICI is the best 6% people said that PNB is the best

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6.1 FACTS & FINDINGS

Most of the respondents are either serviceman or businessman. Servicemen have occupied a major chunk and businessman has also liked it but their contribution in this bar could be said satisfactory.

Most of the customer wants quick service and proper information while dealing with the products and services of Axis bank. Factor like less formalities of document while opening an account and variety of product do not make a big impact on customer behavior.

It was found from the study that bank believes in quality service rather than quantity of service.

The marketing strategy of the bank is very attractive.

The important facts which we could conclude from our data regarding the buying behavior of individuals are that people give maximum importance to the income growth.

Talking of its the market share of the leading players it was found that AXIS rules when it comes to an age group of under 50 due to the credibility and trust it has gained in all past years. These age groups prefer to explore the leading private players including AXIS Bank.

In Hinganghat, only AXIS Bank is providing the facility of deposit through ATM machines.

But still people mostly prefer SBI BANK in HINGANGHAT. In HINGANGHAT, there are only two ATM machines of AXIS Bank, thats why people do not prefer AXIS Bank.

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6.2 RECOMMENDATIONS & SUGGESTIONS:

Effective marketing research activities should be organized. Customers/clients complaints should be considered and try to short out with minimum time.

Increase the sources for reliable information.

We know that the products and services offered by the bank are the best but more or less similar are offered by other banks as well e.g. ICICI Bank, HDFC bank etc, so promotional campaigns are must in this era of stringent competition.

The bank should consistently try to improve and upgrade its technology with the global standard in order to provide excellent customer satisfaction

Ethical codes and conducts should be followed by the organization.

We know that in this world of intense competition everyone is trying to prove itself best in its respective field therefore we can conclude that there is always an edge of improvement and hence the brand should work on that.

Establish and coordinate business relation with big corporate houses across the country.

AXIS can improve upon its efficiency by not changing its staff frequently. By doing this bank can continue to create, maintain and grow strong relationship with its existing customers.

Idea behind this is that staff which is already working for bank is well acquainted with the nature and wants of the existing customers.

Bank has to conduct customer awareness programs. Page | 63

7.1 CONCLUSION:

Customer perception means consumers can evaluate a product along several levels. Its basic characteristics are inherent to the generic version of the product and are defined as the fundamental advantages it can offer to a customer.

Generic products can be made distinct by adding value through extra features, such as quality or performance enhancements.

The final level of consumer perception involves augmented properties, which offer less tangible benefits, such as customer assistance, maintenance services, training, or appealing payment options.

During the project study, I found customer perception and views about product and services of AXIS BANK.

On the above basis of survey, researcher can recommend that though the customers are satisfied with the services provided by AXIS BANK. There is a vast scope of improvement in the level of satisfaction .This can be taking care of suggestion given by different customers. It was also observed that through the bank has launched various innovative products.

Comparative study of financial products and services of AXIS BANK with other banks shows that 42 % customer satisfied with the product and services of AXIS BANK.

Most of the people want quick services and proper information when they visit a bank first time and while opening an account in the bank.

So as a conclusion, we can say that most of customer or people are satisfied with the products and services of AXIS BANK.

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ANNEXURE

QUESTIONNAIRE; Dear SIR/MADAM, I am conducting survey on AXIS BANK. I shall be very thankful to give your valuable time to me for answering my questions.

Name: _____________________________________ Add: ________________________________________ Contact no: ____________________________________

Gender

Male

Female

Income: 1 lakh 34 lakh

12 lakh

23 lakh

above 4 lakh

1:- In which age group do you belong?

(a) <25

(b) 25-40

(c) 40-55

(d) > 55

2:- Which occupation do you belong?

(a) Service

(b) Business

(c) Student

(d) Others

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3:- what features/attributes, while opening an account do you expect from a bank? (A) Quick service (B) Proper Information (C) Working hours (D) Less formalities (E) Variety of Products

4:- What the people think about the Banks? (a) Necessity for protection security (b) Imposition of a burden of expenses (c) A compulsory tool for SAVING (d) Others Pls specify _______________

5:- What a respondent see in purchase of new plan from Banks? (a) Standing and goodwill of the company (b) Product range of the company (c) Advertisement being released by the company (d) Services being given by the company

6:- What kind of account do you have in Axis Bank? (a) Saving account (b) Current account (c) Fix deposit (d) NRI account (e) Others

7:- Who influenced to open an account in Axis Bank? (a) Friends and Relatives (b) Advertisements (c) Bank Employee (d) Prospectus

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8:- Your remark on products of Axis Bank? (a) Excellent (b) Good (c) Average (d) Poor

9:- In comparison to other bank how would you rate Axis Bank? (a) Excellent (b) Good (c) Average (d) Poor (e) Cant Say

10:- If given an option, which bank will you prefer to deal with as a customer? (a) Bank of Baroda (b) ICICI bank (c) Union bank of India (d) Axis bank (e) HDFC bank (f) State Bank of India

11:-In terms of saving bank account opening, which bank would you prefer? (a) Bank of Baroda (b) ICICI bank (c) Union bank of India (d) Axis bank (e) HDFC bank (f) State Bank of India

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12:- What are the services you use of bank? (a) ATM cum DEBIT Cards (b) Internet banking (c) Cheque Book at par (d) Mobile banking (e) Door step banking (f) Relationship manager

13:-Which bank as per your experience provides the best customer service when you personally visit the bank? (a) Axis bank (b) HDFC bank (c) ICICI bank (d) State bank of India (e) Bank of Baroda (f) PNB 14:- Which banks ATM you use the most, for cash withdrawal? (a) Axis bank (b) HDFC bank (c) ICICI bank (d) State bank of India (e) Bank of Baroda (f) PNB

15:- If you are using Net Banking, then what are the services you use? (a) Fund Transfer same bank (b) fund Transfer other bank (c) Bill payments (d) cheque book request (e) DD/pay order payment (f) Portfolio Management

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16:- Which is the most customer friendly bank, in terms of charges, as per you? (a) Axis bank (b) HDFC bank (c) ICICI bank (d) State bank of India (e) Bank of Baroda

17:- If you have to do an investment, which bank would you consult for portfolio management? (a) Axis bank (b) HDFC bank (c) ICICI bank (d) State bank of India (e) Bank of Baroda (f) Allahabad bank

18:-According to you which bank provides, zero balance account facility to low income level group of customers (annual earning < Rs. 50000) (a) Axis bank (b) HDFC bank (c) ICICI bank (d) State bank of India (e) Bank of Baroda (f) Union Bank of India

19:- Kindly rate the below mentioned banks as per the ambience and infrastructure facilities provided to the customers? (a) Axis bank (b) HDFC bank (c) ICICI bank (d) State bank of India (e) PNB

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BIBLIOGRAPHY:

Marketing Management Books:I. II. III. Marketing Management (10th Edition), Philip Kotler Marketing Management (3rd Edition), V.S. Ramaswamy Marketing research, (4th Edition), Beri, G.C New Delhi, Tata McGraw-Hill Publishing Company Limited, 2008 IV.

Research Methodology books I. II. III. IV. Business Research Methods (Edition-8th) Cooper R. Donald Sekran Uma, (4th edition), Business Research Methodology Research Methodology (3rd Edition). S.P. Kasande Research methodology methods and techniques (C.R Kothari 2nd Edition),

Research Journals 1. A comparative Study of financial performance of selected private sector banks. (ISSN: 2249-7196) M. Sangeetha Ph.D. Scholar, Department of Commerce, Salem Sowdeswari College, Salem, Tamil Nadu. 2. Customer perception towards banking sector: Structural equation modeling approach R. Renganathan, S. Balachandran and K. Govindarajan. (ISSN 1993-8233) School of Management, SASTRA University, Thanjavur, India 3. A Study On Customer Perception Towards Services Of Selected Public And Private Sector Banks With Special Reference To Coimbatore City (ISSN: 2278-487) *Ms.K.Sumathi, **Dr. M.Thyagarajan NEWS PAPERS Websites:www.banknet India.com www.axisbank.com Times of India Financial Express

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